Kirkland as a brand name for beer.

I like beer. More accurately, craft beer. The wifus was at Costco a few days ago and asked if I wanted a case of Kirkland craft beer. I’d seen them in the store but never paid them much mind. “No thank you” I texted back, but was too late. In the fridge last night looking for a Fat Tire or Montauk, Session IPA there was that case of Kirkland. Doh! So I tried one. Wasn’t bad.

I thought I’d heard somewhere that Kirkland was white-labelled by a more famous brewery. After checking the label it turned out the beer was brewed by an unfamiliar company in Minnesota or Wisconsin. A Google search suggested, based upon where your Costco is, it could also be brewed by Saranac or Gordon Biersch. What evs. Not the point,

The point is, what is the brand name on the label? And what it says to the brain and the taste buds. Kirkland makes underwear. And olive oil. And batteries (maybe.) It therefore can’t make beer.

The smart men and women at Costco headquarters have to know this. They have a chance to establish a strong new brand in a not insignificant category. Let’s get to work on a new name.The beer is spoiling.